‘Hallå? Sweden Speaking’: Risky Promotion Introduced in First Country to Get Its Own Phone Number

Swedish Tourist Association has taken the idea of residents as brand ambassadors to the next level, introducing a telephone number connecting prospective tourists to random volunteer Swedes to talk about whatever they want.

In 2011, Sweden became the world’s first country to hand over its official Twitter account to its citizens. Building on the @Sweden Twitter handle that is shared with one Swede per week, Sweden continues with the bold, award-winning “Curators of Sweden” campaign — and adds this newest twist.

Call “The Swedish Number” at +46 771 793 336 (the last six digits spell ‘SWEDEN’) where a switchboard recording says, “You will soon be connected to a random Swede somewhere in Sweden.” Watch this video to see how it works.